Ford targets Toyota Prius in new ads

''C-Max has lots more horsepower than Prius v, a hybrid that C-Max also bests in mpg,'' says the announcer in the TV ad ''Says Wheeee.''

YouTube: Ford C-Max Hybrid "Says Wheeee" Commercial

DEARBORN, MI- Ford Motor Co. is going after the Toyota Prius in a new ad campaign for its C-Max lineup.

“C-Max has lots more horsepower than Prius v, a hybrid that C-Max also bests in mpg,” says the announcer in one TV commercial called “Says Wheeee.”

The C-Max Hybrid has 188 total system horsepower compared to the Prius’ 134 and delivers an EPA-certified 47 mpg city, 47 mpg highway ratings – 7 mpg better than Prius v on the highway.

The national ad campaign, which the Dearborn-based automaker launched Thursday, features the Italian “La Linea” character popularized in the U.S. in the 1970s and 80s.

“La Linea” – Italian for “the line” – follows the adventures of a nameless and speechless character traversing a never-ending line and often frustrated by obstacles encountered.

In the Ford campaign, the character constantly being frustrated by the limitations of the Toyota Prius v, but is saved by the C-Max – available in hybrid and plug-in hybrid.

“The ‘La Linea’ C-MAX Hybrid ads are simple, unique spots that will introduce our first all-hybrid line in North America to Americans by hand-drawing the vehicle’s silhouette and showing how it beats Prius v, especially in fuel economy,” said Matt VanDyke, Ford director of U.S. marketing communications, in a statement.

The ad campaign features TV and digital components integrated with social media, print ads and events in targeted regions.